BUSINESS

Laneige enters US Sephora

By Won Ho-jung
  • Published : Sept 19, 2017 - 15:01
  • Updated : Sept 19, 2017 - 15:01
Cosmetics brand Laneige, run by Amorepacific, will be sold at the multi-shop brand Sephora in North America starting Saturday, according to Amorepacific on Tuesday.

Laneige products will be available through 144 Sephora stores across the US along with 74 stores in Canada, according to the company.

An outdoor ad promotes Laneige‘s launch in the US (Amorepacific)

Sephora stores in Canada have been carrying Laneige since September 2015.

The brand previously launched in the US through the retailer Target in 2014, but pulled out from the stores in 2015. It is re-entering the market through an exclusive contract with Sephora.

Laneige will be developing products exclusively for the American millennial target demographic through localizing strategies, the company said.

As of 2017, Laneige is available in 12 countries in Asia and North America. The brand is currently preparing for launch in Australia and France. 

By Won Ho-jung  (hjwon@heraldcorp.com)